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Communication for Development

January 01, 1970

Communication for Development (C4D) is all the different types of communication that need to take place in societies if sustainable democratic development is to occur.

The approach to Communication for Development (C4D) has evolved over the years. Initially developed after World War II as a tool for diffusion of ideas, communication initiatives primarily involved a one-way transmission of information from the sender to the receiver. This includes large-scale media campaigns, social marketing, dissemination of printed materials, and 'education-entertainment'. Since then, C4D has broadened to incorporate interpersonal communication: face-to-face communication that can either be one-on-one or in small groups. This came alongside the general push for more participatory approaches to development and greater representation of voices from the South. The belief is that while mass media allows for the learning of new ideas, interpersonal networks encourage the shift from knowledge to continued practice.

Communication for development has thus come to be seen as a way to amplify voice, facilitate meaningful participation, and foster social change. The 2006 World Congress on Communication for Development defined C4D as 'a social process based on dialogue using a broad range of tools and methods. It is also about seeking change at different levels including listening, building trust, sharing knowledge and skills, building policies, debating and learning for sustained and meaningful change'. Such two-way, horizontal approaches to communication include public hearings, debates, deliberations and stakeholder consultations, participatory radio and video,[1] community-based theatre and story-telling,[2] and web forums.[3]

It encompasses access to and exchange of information, dialogue, creation of knowledge and open access to knowledge, development communication, strategic communication, participatory communication, expressive culture, media, information and communications infrastructure and technologies.

C4D recognises that communication processes often reflect power relations and aims to address this by enabling people's capacities to understand, negotiate and take part in decision-making that affects their lives.

The growing interest in this sector lead to the first World Congress on Communication for Development organized by the FAO ComDev Team, The World Bank and The Communication initiative in Rome, Italy, in October 2006.

Communication for Development is built around four axes:

The four axis of Communication for Development
  1. Com4Prom: Communication for Promotion promotes development aid in donor countries to justify how and why development aid resources are spent.
  2. Com4Imple: Communication for Implementation facilitates the implementation of development aid on developing countries by explaining development programmes to local populations.
  3. Com4Power: Communication for Empowerment gives power to local population to report on the implementation of the development aid they receive from donor countries.
  4. Com4Coord: Communication for Coordination allows donor entities to coordinate their activities on a global scale through a series of coordination tools and rules.

Com4Prom: Promoting development aid in donor countries edit

 
How to attract audiences to learn about development aid using positive news and success stories

Promotion of cooperation for development in donor countries aims to explain why and how aid programmes funds are spent in developing and emerging countries. The communication targets two audiences: the public at large concerned by general aspects of development and field actors concerned by technical aspects.

Communication strategists in charge of promoting general aspects of development aid among donor countries' citizens consider that Com 4 Prom requires "serious" formats to reach the audience to be produced by journalists and documentaries makers. News mainly focus on things that "go wrong", shaping information as catastrophic. On the other hand, documentaries, even if very interesting and shot with the highest standards, are too frequently tagged as "boring" by broadcasters and consequently pushed in the late hours of week days or early week-end TV grid's slots. Therefore, news create a negative image of development aid, made of tensions and disasters meanwhile documentaries are only seen by few already convinced TV viewers who know what the subject is about. The more people watch information on development aid, the more they feel that nothing changes over the years: the situation is catastrophic, no progress is made. Citizens are driven to despair and turn inactive. This lack of interest and participation facilitates the reduction of development public funding and brings less citizens' support to NGOs.

To reduce the missing link between donors and reality in the field, Com4Prom focuses on Positive Communication, showing successes and concrete results and using trendy and participatory formats that turn audiences into participatory citizens and active consumers. Participatory citizens support cooperation projects in developing countries and volunteer on NGOs' activities. They push governments to implement the 0.7% budget target for development and ask them to support, implement and respect international conventions through multilateral organisations. Active consumers care about their ethical and ecological print, supporting fair trade. They push corporate companies to implement and extend their corporate social responsibility programs.

References edit

  1. ^ "Participatory video". Tearfund.
  2. ^ "Community theatre". Tearfund.
  3. ^ "Gender and media - GSDRC".

Further reading edit

  • World Congress on Communication for Development - Lessons, Challenges, and the Way Forward (2007)
  • Panos London, At the heart of change: The role of communication in sustainable development (2007)
  • Panos London, The case for communication in sustainable development (2007)
  • June Lennie, Evaluating Communication for Development [1] (2013)

External links edit

  • FAO ComDev 2014-04-05 at the Wayback Machine
  • FAO ComDev on twitter
  • Panos London
  • The Communication Initiative Network
  • UNICEF C4D 2013-02-22 at the Wayback Machine
  • C4D Network
  • Center for Communication and Sustainable Development for All (CECOSDA)

January 01, 1970
communication, development, different, types, communication, that, need, take, place, societies, sustainable, democratic, development, occur, approach, evolved, over, years, initially, developed, after, world, tool, diffusion, ideas, communication, initiatives. Communication for Development C4D is all the different types of communication that need to take place in societies if sustainable democratic development is to occur The approach to Communication for Development C4D has evolved over the years Initially developed after World War II as a tool for diffusion of ideas communication initiatives primarily involved a one way transmission of information from the sender to the receiver This includes large scale media campaigns social marketing dissemination of printed materials and education entertainment Since then C4D has broadened to incorporate interpersonal communication face to face communication that can either be one on one or in small groups This came alongside the general push for more participatory approaches to development and greater representation of voices from the South The belief is that while mass media allows for the learning of new ideas interpersonal networks encourage the shift from knowledge to continued practice Communication for development has thus come to be seen as a way to amplify voice facilitate meaningful participation and foster social change The 2006 World Congress on Communication for Development defined C4D as a social process based on dialogue using a broad range of tools and methods It is also about seeking change at different levels including listening building trust sharing knowledge and skills building policies debating and learning for sustained and meaningful change Such two way horizontal approaches to communication include public hearings debates deliberations and stakeholder consultations participatory radio and video 1 community based theatre and story telling 2 and web forums 3 It encompasses access to and exchange of information dialogue creation of knowledge and open access to knowledge development communication strategic communication participatory communication expressive culture media information and communications infrastructure and technologies C4D recognises that communication processes often reflect power relations and aims to address this by enabling people s capacities to understand negotiate and take part in decision making that affects their lives The growing interest in this sector lead to the first World Congress on Communication for Development organized by the FAO ComDev Team The World Bank and The Communication initiative in Rome Italy in October 2006 Communication for Development is built around four axes The four axis of Communication for Development Com4Prom Communication for Promotion promotes development aid in donor countries to justify how and why development aid resources are spent Com4Imple Communication for Implementation facilitates the implementation of development aid on developing countries by explaining development programmes to local populations Com4Power Communication for Empowerment gives power to local population to report on the implementation of the development aid they receive from donor countries Com4Coord Communication for Coordination allows donor entities to coordinate their activities on a global scale through a series of coordination tools and rules Contents 1 Com4Prom Promoting development aid in donor countries 2 References 3 Further reading 4 External linksCom4Prom Promoting development aid in donor countries edit nbsp How to attract audiences to learn about development aid using positive news and success stories Promotion of cooperation for development in donor countries aims to explain why and how aid programmes funds are spent in developing and emerging countries The communication targets two audiences the public at large concerned by general aspects of development and field actors concerned by technical aspects Communication strategists in charge of promoting general aspects of development aid among donor countries citizens consider that Com 4 Prom requires serious formats to reach the audience to be produced by journalists and documentaries makers News mainly focus on things that go wrong shaping information as catastrophic On the other hand documentaries even if very interesting and shot with the highest standards are too frequently tagged as boring by broadcasters and consequently pushed in the late hours of week days or early week end TV grid s slots Therefore news create a negative image of development aid made of tensions and disasters meanwhile documentaries are only seen by few already convinced TV viewers who know what the subject is about The more people watch information on development aid the more they feel that nothing changes over the years the situation is catastrophic no progress is made Citizens are driven to despair and turn inactive This lack of interest and participation facilitates the reduction of development public funding and brings less citizens support to NGOs To reduce the missing link between donors and reality in the field Com4Prom focuses on Positive Communication showing successes and concrete results and using trendy and participatory formats that turn audiences into participatory citizens and active consumers Participatory citizens support cooperation projects in developing countries and volunteer on NGOs activities They push governments to implement the 0 7 budget target for development and ask them to support implement and respect international conventions through multilateral organisations Active consumers care about their ethical and ecological print supporting fair trade They push corporate companies to implement and extend their corporate social responsibility programs References edit Participatory video Tearfund Community theatre Tearfund Gender and media GSDRC Further reading editWorld Congress on Communication for Development Lessons Challenges and the Way Forward 2007 Panos London At the heart of change The role of communication in sustainable development 2007 Panos London The case for communication in sustainable development 2007 June Lennie Evaluating Communication for Development 1 2013 External links editFAO ComDev Archived 2014 04 05 at the Wayback Machine FAO ComDev on twitter Panos London The Communication Initiative Network UNICEF C4D Archived 2013 02 22 at the Wayback Machine C4D Network Communication for Sustainable Development Initiative CSDI Center for Communication and Sustainable Development for All CECOSDA Retrieved from https en wikipedia org w index php title Communication for Development amp oldid 1190646452, wikipedia, wiki, book, books, library,

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